During Milan Design Week, Fendi unveiled the new Baguette Frenesia through an immersive launch experience celebrating the Maison's iconic bag. Created in collaboration with Maison Francis Kurkdjian, the project blended fashion, fragrance and technology into a multi-sensory journey. Visitors explored immersive environments enhanced by LED walls, dynamic digital installations and interactive content, while discovering the new Mini Baguette alongside an exclusive fragrance collaboration and a curated selection of bespoke objects. The experience transformed the product launch into an engaging and contemporary brand activation, where innovation and craftsmanship seamlessly came together.